Branding and packaging for a collective brand of small indigenous coffee producers from southern Mexico, Chiapas, is a brand that was born from the need to be able to compete with fairer prices against large corporations. The brand comes from the fact that today professionals can work anywhere in the world simply by connecting to their computer while enjoying a good coffee. The brand was designed based on relevant meanings such as water, the seed, the sun, the world.
Conceptual text: The seed is our origin, it is that small portion of material that gives meaning to our product, and gives meaning to life, the beginning and our development. Nomads to learn more about life. All travel, even in the most frequented regions and best known, is an exploration.
National coffee production is estimated at 4.5 million bags; a little more than 75% of them are exported. This implies that 25% of the volume of coffee production can be destined for the Mexican national market, for various segments, including specialty niches through organic production and fair market certifications.
Recurring price shocks and adverse climatic effects in the coffee-growing regions of the world have led to different measures being taken to mitigate these effects.
In those places where the actions have been adequate, a significant increase in production has been achieved; today there is an overproduction of almost 8.5 million bags worldwide, which has had a dramatic impact on prices, the effect of which for Mexican production is a price level that is below production costs.
Our appreciation as producers is that proximity to mass markets for final consumption is one of the strategies that will allow the preservation of production and the population employed in these activities. The growth, profitability and reputation of producer organizations depends on entering the contemporary coffee market; with the conditions that this imposes, such as the development of brand equity, the foray into the electronic market and export markets.
- Agency/Creative: F3 Brands
- Article Title: Branding and Packaging for a Collective Brand of Small Indigenous Coffee Producers
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Mexico
- Agency/Creative City: Mexico City
- Market Region: South America
- Project Deliverables: Food Photography, Packaging Design
- Format: Can, Jar, Sachet
- Substrate: Glass, Metal, Plastic
- Industry: Food/Beverage
- Keywords: coffee, mexico, chiapas, small producers, indigenous, collective, brand
Creative director: Rodrigo Cordova
Strategist: Juan Manuel Gordillo
Designer: Isabel Martinez
Designer: Aura Chavez